CMO 意向 2024

Investment Rating - The report indicates a positive investment outlook for the MarTech industry, particularly emphasizing the role of AI in enhancing marketing processes and ROI [4][6]. Core Insights - The integration of AI, especially Generative AI (GenAI), is expected to transform MarTech adoption and usage in 2024, with nearly 60% of surveyed marketers believing it offers the greatest value and ROI [4][27]. - CMOs are entering a new era of MarTech with confidence, reporting achievements in revenue and customer goals despite market volatility [4][6]. - There is a significant focus on cross-functional alignment and collaboration among marketing leaders to enhance performance and leverage new technologies effectively [5][6]. Summary by Sections Introduction - The report highlights a paradigm shift in MarTech driven by AI, with a notable increase in the adoption of GenAI tools and applications among marketers [4]. Executive Summary - The rapid adoption of GenAI is seen as a means to improve performance, productivity, and customer engagement, ultimately transforming buyers into loyal customers [6]. Influencing Factors on Spending - Senior management expects marketing to enhance operational efficiency and reduce costs, with high expectations for AI's impact on productivity and performance [11][12]. MarTech Investment Strategies - CMOs face challenges in adopting marketing automation solutions, particularly in overcoming data ownership silos and ensuring cross-functional collaboration [18][20]. Pursuing Operational Excellence - CMOs identified key areas for improvement in marketing operations, including enhancing ROI attribution and gaining customer insights [23][24]. AI Creating Maximum Value - The report emphasizes the importance of customer data and GenAI in personalizing customer interactions and improving marketing effectiveness [27][28]. North America vs. Europe - There are significant differences in marketing performance and capabilities between North American and European leaders, with European leaders acknowledging a greater need for improvement [31]. Conclusion - The report concludes that while MarTech maturity is increasing, CMOs face challenges in meeting management expectations and overcoming barriers related to technology adoption and data integration [32].